Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Cat Food in Spain

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Executive Summary

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PROSPECTS

Humanisation of cats is set to increase

The humanisation trend is set to be one of the key drivers of cat food sales in the forecast period. With the effect of this popular trend, cat owners are increasingly aware about the ingredients used in cat food.

Overweight cats need to go on a diet

Latest data published by the Spanish Cardiology Association in 2016 showed that 40% of Spaniards aged between 24 and 65 were overweight. With Spaniards putting on weight, many of their pets, particularly cats, also suffered from obesity.

Popularity of dogs limits growth potential

Spain is a country of dog lovers. Traditionally the number of cats was lower than that of dogs but growing.

COMPETITIVE LANDSCAPE

No major change in leading players

Affinity Petcare SA remained the leader, albeit with its value share declining slightly in 2017. The company is active with the range of brands Affinity Ultima, Affinity Advance, Affinity Brekkies Excel.

With economic recovery in 2017 and employment reaching acceptable figures, the Spanish middle class also recovered slightly, albeit still far from pre-crisis levels. Consequently, a growing number of consumers shifted consumption from private label to mid-priced products with greater added value.

Natural and healthy food drives innovation

Many new launches by main players in Spain gambled on the snacking trend alongside more natural and healthier recipes. Affinity Petcare SA launched its Ultima Nature line in 2016 and added new formats, packaging and flavours such as ox, chicken and salmon.

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